Consumer India: Inside the Indian Mind and Wallet
A richly insightful account of one of the most significanttransformations in the world today. Dheeraj Sinha's intelligencevividly illuminates the intersection of culture and commerce in NewIndia.
Among the many books I have read on the cultural evolutiontaking place in India, this is perhaps the most insightful. It doesnot just map mindset changes; it does so with the certainty of aperson who has lived the changes as much as he has witnessed them.Every marketeer should keep this book on his office desk as a readyreckoner.
India in many ways is a "Nation of Nations." So muchheterogeneity and hence complexity in understanding consumers andconsumerism. Dheeraj has done a commendable job in peeling off thelayers from the onion—creating frameworks and providing veryrelatable examples to understand the culture. For instance, Dheerajhas used Bollywood as an effective mirror to portray societalchanges. Consumer India is a must-read for those who want tounderstand the cultural evolution of India with its nuances.
A labor of love. For years, I have marveled at how Dheeraj'sinquisitive brain continuously churns away to make meaning ofeverything he observes. His writing simultaneously reflects him asa "sutradaar" telling the captivating story of a changingIndia, even as it does so with the unbiased and expert credentialsof the "computerji" he describes here. Dheeraj insightfullymarries the rapid changes he chronicles with the assimilativefabric of India; where "and" trumps "or." Against the cliché"change is the only constant," he underlines that in India, changeworks with the constant. Enjoy the ride on Dheeraj's timemachine!